Jed York and Kazuo Hirai at D11: Full Session

5/30/2013 9:49PM

Jed York and Kazuo Hirai sit down at the D11 Conference with AllThingsD's Kara Swisher and Walt Mossberg to talk about the new San Francisco 49ers football stadium, Sony's involvement, and wearable computing.

This transcript has been automatically generated and may not be 100% accurate.

... I ... I so now the lesson you are very excited as it were Asus exits the ban on the news around both the sad things people ... aam and that would put them together for a very good reason that ... because the Sony ... undercuts your I pad ... is can it be outfitting the new stadium ... thats an income would be forty nine forty nine years answer Jed York who has also ... been talk about that head of the forty one soul also that Sony and where things are going ... anyway enough for their doomed cause Ryan Jade York ... be ... I ... they they are ... never fear I see them ... I know ... that you're seeing ... see it and ... that ... the ... snow ... the ... the start of the new stadium ... congratulations on getting the Super Bowl thank you for two thousand fifteen isn't right ... either sixteen sixteen sees that ... as a teen season vendor sixteen ... Kesling of a couple that I can sew them up and a sum total that you got the Super Bowl ... ad ... to ... tell me about what year did you do in this even Lightyear working explain the situation here to people as it may not know so so the biggest thing with us we would be a software driven city in the Department of State ... and I mean if you know it is here with you know you look it ... seems that it spent sixty seven million dollars times forward to the obsolete in a short amount of time ... what we wanna do is go about the technology sector about the infrastructures so you can ... plug into the stadium in any way shape or form that you want to get with cashless ... patronage of great content ... many guests for Sony comes and where they are building out our armies emerged ... where ... with their entertainment content with their part were content ... with their technology will be live Builder an unbelievable experience or you can get inside the forty Niners history ... but also inside the stadium will will ... will be the first LEED certified NFL stadium the first eighty mm in North America to be net neutral to the grid ... bill Hall was tell that story ... through Sony products ... right so so what will what's the buzz at me was that mean for me ... but I take it ... coat or Niners game and then use and the new stadium which in ... that everybody's your lives ... in your ... area ... so the new stadium is and Sandoz a ranks aircraft that are ok ... if I go there ... aam ... how will it be techie or or ... deja we are different so usually are ... usually are using the word integrity trademark that yet ... I think what you wanted you you don't want to be attacked for tech say ... you you want to make sure that she had good experiences with smartphones and tablets ... begin with year-on-year video for joy make sure that you can get into the game differently than other people ... store the store talking a story about this for Cade ... campus ... making sure the we have our own content inside the stadium that you can opt into revenge is not up to you can choose to have a physical ticket for not having physical ticket ... and again with a technology that's available will be a but oh what you choose your experience and lets you ... sort of defined by the USA have these four K cameras that ... isn't going on a show on the big screen or kites ... there was a dumb I add that are sorry my Sony Tablet or whatever to have been and what that's the nice thing about the partnership with Sony ... in a bit income and like other people that they wanted to work best in your we'd only use Tony Procter said ... we want to highlight Sony products ... that were not afraid of competition ... in the stadium ... and that's really what we wanted to make sure that we did now when you're working with some even understands entertainment away Sony beds ... and understands content with Sony does ... will be a would have our own content ... that you can participate and which ... invented it or not a huge sports fan ... you know CBNJ what has been such an honor that okay ... but ... it appeared again you know you might not be interested and you know all the highlights of what's going on ... but you might be interested in your tight end Vernon Davis who happens to moonlight as an artist and it's doing a lot of ... things in the community voice of telling stories and really letting you create your own experience when you're in the game somewhat to the last year a demo that you had your there's been a lot of different spirit sister just for people that go to a game ... we're all going to look for different things and when the stadium we wanna let you ... often hear much beer as such has indeed done this and other stadiums ... in yet we've we've actually worked with a lot of spin to think we have about twenty five actually activations recall them here in North America but certainly the level of engagement that we'll have with the News miner stadium in Santa Clara is way above and beyond will be done traditionally traditionally it's about making sure that we have cameras we have but I definition TV monitors etc ... but the judge said this is all about making sure that we bring you build a new experience of enjoying them the game in different ways to a technology laced activations which is something it's completely different what we've been doing so we say activations is not at the strike everything it market here many many years ago he was ... at one of the things in this Ted Leonsis who also was big on things and seeds and activates the infant to really work blunted like this was causing maybe was early in people that inhabit it was probably early was the issue ... when you China activations what how do you compete with it once again presumably how why and what what what's that was you know we Disney you're talking about the level of ... interaction ... to wit technology has to be kept to a minimum it's useful ... to ... think when eating a value like cameras in their screens and I get that what what more does that add to it I think you know it it's not about putting the physical camera sunscreens that's that's on me seemed ripe for new but it's really the experience that we together ... can bring to ... the friends that are in the stadium and do not differ ways to really enjoy the game ... so if you're really is is just add into one or two particular athletes on the t mean you wanna get no loss tabs on them ... ah what they've been up to you that that sort of information is personalize it you can enjoy a spot which may not interested then you might you want to be Obel to something else making my sports ALM so you know it's really making sure that their EPR a lot of content ... that we can offer two different ... fans who enjoy the same game but are looking for different here's another snare so players under review ... it's really crucial right ... at every but of course has there been right ... read ... this that clearly this was this oily or was it was a was a first down early or was it ... you know whatever ... um ... Mike and they will sit and watch ... watch it sixteen times ... from my seat and on that on the tablet and that so we wanted the of the do not just plug into the network he ... also played into our own stadiums B ... C you may receive all those different lah that time the official gives them on camps are you I will be will be guilty of an island of Ibn al ... MF them up and down ... accurate enough with a ... time ... when if I didn't think ... having the tablet family watching expenses is or analog expenses the reason people and I went a lot of the ... baseball games at the end of this was really fun the whole concept or a communal experience as this week that was what I like ... I'm ... you get your outfitting them with ... Pam was in the seats well they've now like this and and and that's that's really I think where people made the mistake being folks here they they are using different products we want to be agnostic with a product that you bring into the stadium ... we don't want to compete with Sony war with their competitors to build up tablets or to build up new smartphones ... we want you to bring your own ... mark on your own tablet into the game ... and it would have the back and that works ... so again if you wanna watch ... you know the office of wind that ... that's what you like about football year didn't get to watch that specific shot ... to wrap the entire gain the FuelWatch a specific player you've ever watched this at the height is this ... how does this ... fit in with the ... no TV rights contracts that the NFL has a mechanic tells own rules ... in the example I just gave you about ... it though that the review will play right they don't they're not so crazy necessarily a bad ... providing more information for you to second guess their official I would guess that are now ... the TV guys ... who were on the air during a review the play there showing that thing ... reading my rather ... I watched this but Saints' final inbox ... then metric Brett Ratner ibid using the Fox apt watch that ... not the content you're for by the right now most days you can even watch the app or you can even watch the live game actually live so from your seat so that's really what we want to figure out what you're doing is going to be cool with ... with the we can guess the day and for the most part the lead car got in Stadium from from their deals ... so you want to be replayed and so were generally on Fox you want to build a plug and watch you know Joe Buck and Troy Aikman if if you like those guys if you don't ... you might want to plug into you know our ... radio at ... were the opposing team's radio at the kids you want to hear them be dejected when we score a touchdown ... you want ... options that are really had ... a different theory oil that is ... exactly ... so when you trade this guy did not good people bringing on things when you go provide people with tablets in the stadium if they won easily ... I guess I hear you mature Sony in using tablets that people even you kept pouring water on an unassuming say the year in a stadium that would be dreaded tablet to have ... our content of the tablet here from ... the approach taken from a year and water from a cactus that they think about and do for you to do that to talk to the things you want in those seats that you want them to do we want people to immediately have Twitter ability or ... haven't seemed to have a sentimental IK know yes that ... thing up now so again that's all going to be on your own tablet and the industry you know we're not trying to do group saying ... and you know something we might get to do is does provide ... Sony or have the the ability for season ticket orders to have Sony products and things like that in the city that you can purchase ... the for the most part especially in Silicon Valley ... people have tablets they have smartphones ... red again I don't wanna compete ... dpi for spending a thousand dollars every eighteen months on their own technology ... to forget sixty thousand fans ... were standing with Jerry Jones banner scoreboard our fans are every eighteen months versus what Jerry spent ... one time to build a huge three ... day loss in twenty oh what else to get into what other things happen in the end it fully software enabled stating what other things to do as we can do well in addition to again making sure that the deal we are also able to really appeal to the friends also agreed to acknowledge that we bring us the company for Katie a great example four times the definition of high definition ... of what nature that we bring in some instances well ... obviously a lot of branding opportunities for of for Sony as well ... aam and of course making sure that though you were able to undo of this is the love of the discussion we need to add this deal ... we want to rent out our lives we want to read our Expedia of smartphones ... on just isn't experiencing on on the spot ... with the havoc consumers try out some upon us so I think you know that getting that sort of branding and product misses you know there is very important ... and quite honestly I think that you know they're a lot of opportunities for us to also talk about and also have ... the fans enjoy love the Sony content that we have one unit inside and on the videogame scientists will sustain enemy named Sony stadium is now so we we just announced a deal about three weeks ago to be nice to ... have a ... car ... gets this ... up so can I say powered by signing ... this ... can switch a little ... to ... to talk about stoning there ... it ... is that the logical place to start is ... you what you have ... a serious shareholder was serious proposal ... to have the ... Cleve off the entertainment ... part of the company ... aam ... said a good idea ... well you know all of the vote for most of all we know he is the ... spinoff partially ... although our entertainment properties fifteen twenty percent as of the forces in a ... pot and it's something that so they know we will take a serious look at and those something obvious meets get disgusted toward level ... on and the school's early before we come up the old with the with a conclusion ... well what with that taking this issue now I'm just curious ... how much time after the ... financial aspect which is Avici quite huge but ... um ... has the fact that you are both an entertainment ... and technology company have as the really truly been ... a genuine synergy that is ... like push jerk technology products the top of the heat because you make ... various movies ... or bring your movies on top of the heat because I am up Sony phone number in question ... unless the name of the hit for example of last year we had Skyfall fueled our thirty genuine change in the US um or ... but the name but three and both amazing Spider man cave but really roster for that was a great roster but ... did did the fact that ... I mean ... he warned that ... than ... anywhere near the number one seller of phones and tablets and laptops ... in in in these Nenad states are acting globally ... right ... so so what is going to try to address that because I get that question all the time and I think that you know people different people use different standards to define the success of that relationship between content and hardware ... on and I was like to point out to success is like for example the fact that we have the Blu ray format instead of others ... is the fact that so it was really able to bring ... a lot of the content ... on onto Blu ray and make sure that that became the defacto standard as opposed to some the other formats ... another great example where will we be having a ... great ... combination of hardware software is as we once the four K television sets you in North America ... oh we because we have our own studio will reveal to provide ... a box that has four K native ... content preloaded ... they want ... and then as we go along to deal with don't additional four K movies ... aam on to that box which is something that's uniquely Sony and other four K manufacture still the main factors ... are unable to do that they won because they just don't have the content so the snow just give you two examples ... of baby sins ... of the no synergies between hardware that I love that thing that is a synergy that as a ... visitor partisans want to be ... the ... biggest of all content and have had him ... however should address everybody not cut out with me but what is the spirits maker's effect of silly but you know as you know as we launched new platforms for new ... new products ... we always nice offer support ... on and began fork is a great example where ... you know ... you probably don't ask everybody fourteen films is of great where's the contest ... we have the content and were delivered to our customers which is quite different from the strategies that other told you many frank like Samsung ... they don't they'll own content will ask the licensing so lightheaded and grille comments on when time but the fact that we have our own content that we have which is huge with content creators ... allows us to make sure that you know we've we've been at the forefront ... of the one cell ... you've kind of hat at ... a ... turnaround in television ... for your brand in and TV and from the East ... for any kind of not ... hard by Samsung ... for a while and they're still doing very well but ... now you're doing ... better again ... um ... to put in the ... kinds of devices we've been talking about me me here ... smartphones and tablets the post PC devices ... some other wearable things which are ... at an earlier stage ... you're not the first name on anyone's list on those things which is I'm not saying they're bad products but ... you're just not the first name anyone's list of those things ... when you have to do to get there ... but they wouldn't do several things one really is it the ended the day it's about the products in the experience tools products provide to our customers there's no question about that that is job one ... and we need to make sure that day in and day out ... of your RMD impart development focus is solely focused again on green clay pots and a great experience for customers ... after we've been able to do that then it's really about making sure that we get the message out ... to other consumers about how brittle products are ... Abdulla think the experience even um has gotten a lot of great reviews ... in Japan ... on and though we're ready to bring its Tuesday and the market here in North America ... to posting this is the deal happen very nicely done up smartphone and we've really had the best of Sony ... into a smartphone form factor ... aam and also it's the it's important that did you know for example the tablet space where we do a weekly list is long gone and I just ... I ... mean maybe I'm wrong ... this is the first or one of the first ... pure Sony and that Sony Ericsson used the Sony Ericsson correct ... right now you're I'm nine years really does all the joint venture last federal relying on mistaken and this is the first phone smartphone that was designed from the ground up after we dissolving the picture which means that we've been able to really ... do break down silos their part of Sony now two percent so all the great acknowledge that we have in digital imaging ... was provided to ... the designers and producers and all of this phone tablet ... you're on your third Apsel her tablet I believe ... it's busy tell the right here ... the same form factor really is the Xperia Z fall ... of lightness and finance ... an inch ... tablet that we have on the market ... aam and again ... I think with both the experience the tablet and then the smartphone ... the strategy really is to make sure that we all are any more towards the high-end market ... aam and though the premium market ... where I think the qualities of the functionalities of features that we bring the market resonate with access to uptrend against Apple basically ... and I think that you know there we just need to make sure again that we have parts that really appealed ... to the the consumers pull from a product itself as well as Billy the Express that we provide the consumer items on a larger scale ... our ... twenty Ana saying it would and I was saying was one of the Opera successfully and ... that change there and got on the board ... I'm ... a big is saying is that they think a lot ... that the slot undervalued that the Sony company is undervalued the brand is undervalued and has been for years in the dispute element even CEO ... of the year in a better year ... this challenge is as turning around the sink ... the turnaround is it very difficult one and taking ... a wait at the job okay ... Adelaide and ... a half ... of what is what is the most difficult part of a turnaround because he's talking about and the reason the hedge fund person and that is has the feel they can get six tracks in value from you ... forget the value up or get the stock up in some way not settling into play but it still has to address the challenges of a turnaround on and I'm specifically talking about turning around the electronics business because the the entertainment properties the financial services that we have in Japan while running very smoothly and are very profitable is well ... so bleacher and electronics business around basically means that we need to be better focused ... which I've done an articulated with the company ... on and we also need to make sure that the employees really ... feel a sense of urgency ... and really need to rally around the floor of businesses ... not that I've identified which are the two games ... for mobile devices like the experience the ... and digital imaging everything from an image sensor business although we don't professional and consumer digital imaging products ... aam and also really of me to be aggressive in getting into new areas like the medical space that we've gotten into Olympus ... ALM so again making sure that were focused on goals areas that have been identified its war ... on combine that with a sense of urgency and tend to get stuff done execute ... the attack that I had just attacked affecting image as also goes into sports ... how is this any changes are a lot expenses they can be anywhere doesn't sports is a perfect example for doing this this idea that ... you can have things on helmets that it can be watched closely you can see plays a if ... if you're interested in place a close read that ... you can see them better how do you imagine that the boss ... I'm sick I sat on the claimant Joe Montana for three hours not knowing unseemly discuss the pale of ... so I didn't know was can I ... a well rounded ... so I swear that she calls me up and she says ... so I just I just I was on this plane we talked about people eat things it was Joe Montana ago ... he was Joe ... Montana right you know what what every man on the plane after he got off to get dizzy now we talk to them and I was amazed by him and watching the pre lab that's why was to talking to ... and so that he was interested to ... that but anyway so that's when Apple was not as it supports the use of really nice and very ... very nice to ... add ... to it in case what could change it would be in it when you have these immersive it daily so everything is for them or seventy have the screens to come across ... what happens to the Allied expansion sports is a perfect example for it seems like that's something people feel great about when they're in the stadium ... what more can happen ... with these these fantastic cameras these cameras that are smaller high definition ... mean talk about that onsen well I mean I think ECB with Twitter you have sixty thousand people there in an event that ... they are now reporters on and then some people on your answer them or whatever yen in you you didn't see the technology of all ... in uniforms ... and technology the reusing to capture the House plan ... I mean chips in the uniforms Chou's sensors of ... the woods with our rate of a coach or player during a game no and I mean things like that all kind of like that a concussion last woman to work there there's so much it's going on from a health and safety standpoint ... it's also been allow you to understand the game after getting to the gain deeper ... and that's really what you what you wanted you want better spirits a deeper experience and that's how I think the Caesar going what is their chance you lose something ... some some intangible thing ... of just ... you know without anything in between you and interacting with the game ... what I think that's the beauty of ... using your smartphone or tablet if you choose not to engage ... the just leave the home to Lehman your pocket ... where did this mean that any hardware experience that you can have something that Ardi built in your seat you don't want it ... then it's just an it a nuisance ... so we want you to choose what you've you've you've ... been to so you want all that ... here you go to the Fusion tablet I knew was there to watch today ... sigh I know I may have the lovely lady sat by myself and added ... wearable ... sports ... bourbon's tech about where the Islam it's anywhere we went to Japan in a delightful meeting with has ... a very ... big bearing the image with a helmet on me when I was watching to remember that with the I that was the had no sleep and not sleeping on display credible I took a lovely picture for him and he knew he was usually delegate was crazy that it was really amazing immersive experience ... he did mention these things for sports to that you can have this very immersive experience ... about where both the ships in people's things are on the helm and so for ... now with them wearing glasses some kind of glad that the players actually wearing glasses he can see it from the ... quarterbacks and a lot of ideas but you know ... what ... while I mean the Upper Big example ... we so SEP isn't a big part of hours and and and and they're doing a lot of stuff with the NBA right now ... on figuring out how ... to get like the heart rate and showing some me that it's easy to say Kobe Bryant Street or percentages acts ... the Wesco v Brien free throw percentage with a minute left in the game ... and you know you're down by two points ... here and that's where the features fourteen is Guinea get more into the game and know that ... Kobe Bryant Spar rate is is normal ... if you are I are shooting a free throw with a minute left him were down by two ... the heartrate is can it be off the charts so I think that's the way they did this or the wearable hse ... on the athlete ... can next to your smartphone to bite your tablet device and just get you into the game ... more so then ... you know of a random stuff that doesn't mean that ... I ... know but where was the head faces of the honey look at that market had a sunny beach the critical got a lot ... of aging device that was big well ... big it was based on ... the second generation actually used later on by about thirty forty percent I believe it aam but ... you know where bulls just as easy and area and of course we know we can define rebels in different ways ... aam but I think really pushes the boundaries if you will all really either enjoying content ... accessing information were sharing content in all the things that we knew digitally ... aam I think it takes a step further because it's taking aam really it's it's best that and then you using devices less and less which I think is a good thing it's becomes more import about what you do so for sample was things I was talk about is of no if I wanted a digital camera ... Lysle have to do this with a digital camera what has to have my smartphone do this ... in all but I'd much rather because I want to go forward you guys right now ... I wanna be with his right now without having a list of pop mean that's just a great example all of you know wearable technology where real maybe it's on the watch ... the beats on oh well I got her glasses are something else ... but you know that that ... those boundaries those limits if you will better of device ... limitations to double the device ... bulls think they think they're going to see why for technology giving classes in the park and a new stadium in the beer glasses experience ... again that's that's not something I know I'd I don't wanna compete with who will are classes that will but more cash and about very tight to give them glasses experience than I think depending on the part that we have done the road and again this is not something that you is just bound to one year but the attributable to the bookshop because it's the says all the more boring ... ADM ... ready ... in my hands I read I watches him or anybody else to invent something great that we can plug into our stadium I've had one last question then I think with us like what seperate love of the ... things it's absolutely one was when what you pray well when you're in this manner stitch I cut up up up but we don't know what I did what you have I don't wanna go to went into one without a doubt I wanna do that I would like to chill out here in the hallway ... people are ... I'm and watch people I'd this ... includes me ... watching the sport to a ... TV Xeon twenty view and ... quite beautiful and we have one adherents life notes we got on the nail you also know that Randy is ... very much people watching ... on tablets ... which even if they have ... it may be due a very high risk that the not ... quite there and four K yet ... how weak and seventy runs studios ... and makes all this content ... do you hear it at all yet like an artistic concerned ... about what they want to not forget about the fact the sell T VZ could for a minute ... um ... just just begun producing this is ... a visual content ... it doesn't matter he knew where its watch I think I think that the of the ... producers of the people that create content ... of all was one of the deal will be making sure that there were two of the latest technologies ... on and fork is a great example ... and you know just just to make sure a lot of people of the folks in this room ... security guard C to see a movie this week or last week you've probably seen a movie and four K ... we've experienced four K when you go to the movie theaters as were about eleven thousand theaters here in North America along ... with four K projector professionally ... the pay is known for his and other relevant as a technology that's already here ... when the content producers ... aam and certainly don't be one were talking about the eighty four inch sixty five and fifty pence a larger monitors ... but you know as as ... we go along with the start to see ... for Kate of being available in smaller devices or in smaller televisions ... on and that'll just just as much as high definition ... you enjoy a tablet device today ... aam Beal four K really should become a relevant you don't get all kinds of advice don't go through ... now go into a Starbucks or ... an airport or so when you see people even nevermind tablets there watching them on their phones and ... let's forget about what brand of footy benefit your phone ... you don't go Winston Seiji ... that movie is so much greater when you see pork and a big screen well I think the view of the rezone and really is to watch the Motion Picture colored screen but Yup also a member in a lot of those programs are not ... never meant to be watched on a huge movie theater at the screen to begin with ... aam but at the end the day I think of it you know the from from a producer standpoint ... it's really all about making sure that the view of the first one obviously ... likes going but that the company's enjoyed ... by more people ... on through various devices ... to Wednesday's data to be reading Bundestag Esther Laster candlesticks are right twenty fourteen bid for like fourteen reopen on gas else it does do incredible green technology really is quite ... complex ... at the right to question over the question ... I hope we will be of the keep the lights ... we're hoping that ... oh sure start or better yet while crawl ... by Rolfe Winkler from Wall Street Journal Times questioned for Sony I was willing to become less ... explain his strategically you ... why does it make sense for Sony to stayed ... in hardware to do another another Android ... aam ... a tablet and smartphone he has lost money I guess in electronics five in last seven years ... while strategically DeeDee wanna stay in those businesses ... of because I fundamentally believe on enough through these reasons why ... she took the job as well ... is that I fundamentally believe that with the proper focus ... with the proper decision making ... and with the proper execution ... that the electronics business for Sony ... can turn around ... and ... would provide a compelling experience for consumers to obviously a traditional products ... but also long really mean by ... that sort of Sony DNA ... that millions will ... help us in the past like the PlayStation with the Walkman ... aam with the racial tape recorder aam and dovetailed that DNA I believe is fundamentally there ... and I were revised to a trust company and I think we we we we ... we will be able to do that so long as we have been using recently bought a new tool it without without software on each these things is that a lot of ... software makers are now making their own hardware ... who was making the Nexus ... obviously Apple Micra soft is not based on the surface ... of the interesting wish ... you were devices if if you're not controlling software expects well again a great example I think it is the business or for the experience ... of being able to provide new four K content ... to our customers as the purchase or four K television sets of something better competitors and not able to do ... aam is a great way of differentiating heal our four K purses or competitors ... aam and that you're actually right you know they're a lot of content companies that are getting into the hardware business is well ... on and I think it's the realization that ... you in this day and age ... bulls content ... and ... though the hardware that is why the enjoyment of of of of the content is a very powerful and important combination ... that umpteen allows you to believe upheld all sides of the business ... if ... you're executing on the strategies the unit I mean ... Foxconn my question is for Sony Sony's a Japanese icon and the Sony and the Japanese electronics industry is dying ... for the reasons is ... that Steve Jobs and the state said that Japanese electronics companies do not get softer ... um so ... what is going to save the industry in Japan launched ... a live scene of the playbook here in America when contact is in trouble Dish becomes the primary else and buys up ... Sun Microsystems on so forth why can't Sony up by the other dying company like it taxi or sharpening consolidate or is that the because for all you know samurai thinking that you're not in a ... consolidated and I compete with Korea ... well although I'm not a scientist or what Steve Johnson was referring to recent soft learned whether he was talking about software that drives ... through the devices the war in the movie and and and music content ... aam but ... you know that these for Sony ... aam I think that ... it's all the focus on electronics I'd ... pull bringing great products to consumers ... and marrying that began with great content that we pass ... I can't speak for other Japanese companies but I think ... the we are uniquely positioned ... on to take advantage of that ... and ... that all will be the first to admit that you know this is of a scenario that is ongoing in terms of working ... on making sure that the software side in the harbourside work together a lot lot closer but again it's something that just over the past year ... we've been able to improve on our significantly on and don't think the four K is a great example ... while we're working together very well ... are there ... I ... just can't read point it's question for Jed ... um ... you know it's fall off a little that on what Walt was asking about it's about don't only game in and having the sense of community and the experience not just ... your IRA if it was just about seen different camera angles that are directed to stay home and watch it ... and so ... what what how do you go about your thinking in terms of not what technology can provide ... what you should provide to have a rule forty nine is experience when someone goes to a game ... he think that it's a great experience in a real sense of community ... verses he acted to see other camera angles minimize will watch at home ... instead of going ... with ... you know a whole bowl of Alfano offence to get the forty nine years experience ... the purse is ... just what technology can provide ... the setting the goal was taking the ... B grade home entertainment experience in combining it with ... the unbelievable experience that ... care was not bad is not a huge sports fan to the end of the ... robbery of being in the game ... there's nothing like that says you can combine ... the great experiences you have a home with the expenses you have at the stadium in you bring it together ... that's where you have a unique experience and you want to start that from before you leave your house ... until the time you actually get home so ... making sure that we get you the best route to get your ... to your seat to the best place to go park ... to make sure that ... we have a you know that I connected stadium that if you want ... healthy food options you know what the healthy food options are you know that you can order something in your seat for you can order to go pick it up and you know where all the special things are to wrap it in the stadium ... so your experience can be ... that the complete experience as opposed to ... you know ... it's just different camera angles that the piece of that but it's it's that's why the entire technology SEC needs to work together and it's not a one off application solution ... thanks ... again is ... so low to vote on a bleary Stratus yell my stadium isn't really to their seok and ... very excited about our season ahead ... but what my question is is a newer centrally to their stadium they talk alot about the bandwidth and what to pump him in there and how we ... have is really rich experience on Facebook ... yet you know you ... do SCR Damon ... CX pickup camper neck for the fist time on Christmas Eve and seventy thousand fans WaPo said pictured Instagram and ... nobody has an experience so what are you doing differently and how's that ... many worried about the fan experience there and ... as I can change or we know the Silicon Valley better than Seattle to start with the eye ... I'm ... this you know ... where we're ... probably V ten years later than Vincent really opening ... so RBC technologies a lot different and we're looking at it to build out all of ... all the back of house stuff before we get into the stadium since a lot harder to to upgrade the stadium ... so we are in a much better positioned just from a timing standpoint the businesses of bandwidth issue of being yelled ... that's that's it that's a big piece of that ... the bandwidth is a big piece and that's all we're making a lot of our investments ... so again instead of building a seventy million dollars scoreboard ... we're putting that money into the bandwidth to make sure we have the back of house you know parties set up and it's like anything when you build your house from from the start ... it's a lot easier than redoing your house to it's it's all those problems ten years later ... that that that that I guess last question ... and them only for my medical workers ... and the psyche of the Sunday Arts on that day it's the favorite camera beverages and the like a scan ... I ... really love it ... aam ... but there's still a semiconductors and now that it's ... now ... what's gonna get better first optics and the phones and devices we have with this all the time were taking nine members of the pictures ... or the software in cameras that are really high quality like that like being connected ... um I'd I'd I think that um obviously ... you ve made sensors even just on TiVo cleaning sensor in our experience see this is the latest exploit our RS image sensor of that building began powers of the same in excess of the hour is um somewhat CyberShot phones of the Somerset products cameras ... aam ... now unfortunately because of the physical ... limitations of a smartphone so of the deal ... the the thickness ... the size lens you can put on it ... aam I think that there's going to be a difference between the photo taking experience albeit a very good one on smartphones including is busy ... versus something like in in Arts one where we have a full size thirty five millimeter sensor ... packed into a camera form factor ... ALM so I think that you will receive more and more of a situation where ... you for taking on smartphones ... aam is notable one way ... aam and then Heidi and premium photography and digital cameras even the compact ones ... icicles a different way so I think it caters to complete differ markets Some arts want be connected ... of you know we're lookin' avoided if an options of bringing up two new features and functionalities aam and the view if the high end premium user ... on for the Arts one ... on requires why Fi connectivity that something that will definitely ... last question ... Creek star from cross specific adult SMIC said the RX one hundred I did for all my international travels and in photos it's critical for me ... aam is the question I have is on a product I saw it she asked ... I'm the baby old school that likes to take in my movies on a sixteen inch screen ... I and I saw a four key Poland screen yet which is the finest TV I've ever seen the demonstrated ... is there a possibility if that comes to mark in the ... heel height of tougher yields in production ... for that type of a product ... of that something that we of world trade it was appropriate that we showed at CES of we got a lot of great reviews ... for the picture quality image quality up on a particular product ... on it something that we are working on in the last of to be true that of you know we have the proper ... aam ... technologies in place for mass manufacturing ... aam and BillMyParents a sense of unit the appropriate time ... but in all it is something that we are seriously taking a look at others you probably know we're also working with other Japanese companies ... to see if we can pool resources together ... he I ... forgot one important thing at Sharp ... Sony's PlayStation ... PlayStation effect PlayStation four ... I'm ... you know that ... Mike SUP has just unveiled the Xbox one ... they have ... this lots of different things going on there in that product but ... they have of ... and this is ... been building up for a while ... it may be a strategy ... to the media sentry not ... not to scale back on the gaming qualities in fact ... they claim it's better for that and no flash generation but ... to really push it as ... this is the way get your ... in your media ... Europe music ... movies or TV shows ... your ... music and all that stuff ... um ... and ... I'm just wondering is that ... are you going down that same path with the PlayStation ... I fundamentally believe that the the initial ... up market ... that we need to make sure that we appealed to ... with any new platform and we did the survey was history as well ... is really beginning on it's odd because they will be the supporters of your platform ... on and they will help to propel the installed base ... of an early stage ... now as we did with the PlayStation three that's where we start then we obviously expand into ... more of the enjoyment of other non game ... services and content as well ... aam but that's your after we ... actually ... this was the platform within the consumer's mind ... on an icing that started with really needs to be ... with the beauty of anything that's a big point of differentiation this next generation I think that um you know again you know we've we've had a lot of success on making sure that we work and really provide a compelling ... video game platform to our customers they won ... on an innocent man when the true that we knew there for the gamers ... on for a focus for small ... that's not to say that you know we'll go beyond that and the phone with PSV that we will ... aam what you ate pizza difference of we are restart and an which demographic which ... market a week trying to appeal to first and do for us to look again ... I thanks alot you so much I think they are you ...